OMA's competition proposal for the new Southbank by Beulah Tower in Melbourne

By Hope Daley|

Wednesday, Aug 1, 2018

'Southbank by Beulah Tower' proposal by OMA. Image: MR.P.

OMA's competition design for the Beulah Tower focuses on sustainability within Melbourne's urban model. The ambitious project features a mixed-use, vertical city with extensive retail including a BMW flagship location, office space, a hotel, and residential living. The base of the building houses 24/7 retail and food and beverage programs. Large express escalators, elevator shortcuts, and laneways provide extensive movement throughout the space, while the open arcades act as a permeable shell inviting the public in from the surrounding streetscape.

'Southbank by Beulah Tower' proposal by OMA. Image: MR.P.

This experience center is heavily shaped by the BMW flagship store and features a special façade in the iconic brand's blue shade. The BMW logo also appears in the moving lift platform that moves between the basement and mezzanine levels. The underbelly of the mezzanine is clad throughout in a light fixture designed as a giant headlight, visible from a wide range outside the building.

'Southbank by Beulah Tower' proposal by OMA. Image: MR.P.

Above the public experience center is the office portion sitting parallel to the core of the base, which is always on one side of the floor plates. The design layout consists of open and flexible floor plates with grand views an green break areas on either end. The interior gardens can be fully open with a foldable façade system, acting as a buffer between the workplace and the adjacent Hanover House.

'Southbank by Beulah Tower' proposal by OMA. Image: MR.P.

Sitting just above the office block, the hotel segment is the first upper tower segment twisting around the core and consists of 6 standard residence levels and 7 suite levels. The hotel design features simple, efficient, and spacious floor plates. Two amenity levels at the top and bottom of the hotel block offer a variety of wellness, food and beverage, and recreational facilities.

'Southbank by Beulah Tower' proposal by OMA. Image: Frans Parthesius.

The residential part of the tower is situated at the top with the best exposure to daylight and urban views. OMA's design features a gentle twist at the top to increase residential views and also provide the tower with an iconic silhouette. The residential block consists of a wide range of amenities including fine dining, fitness, gardens, and a pool.

Wednesday, Aug 1, 2018

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OMA's competition design for the Beulah Tower focuses on sustainability within Melbourne's urban model. The ambitious project features a mixed-use, vertical city with extensive retail including a BMW flagship location, office space, a hotel, and residential living. The base of the building houses 24/7 retail and food and beverage programs. Large express escalators, elevator shortcuts, and laneways provide extensive movement throughout the space, while the open arcades act as a permeable shell inviting the public in from the surrounding streetscape.

'Southbank by Beulah Tower' proposal by OMA. Image: MR.P.

This experience center is heavily shaped by the BMW flagship store and features a special façade in the iconic brand's blue shade. The BMW logo also appears in the moving lift platform that moves between the basement and mezzanine levels. The underbelly of the mezzanine is clad throughout in a light fixture designed as a giant headlight, visible from a wide range outside the building.

'Southbank by Beulah Tower' proposal by OMA. Image: MR.P.

Above the public experience center is the office portion sitting parallel to the core of the base, which is always on one side of the floor plates. The design layout consists of open and flexible floor plates with grand views an green break areas on either end. The interior gardens can be fully open with a foldable façade system, acting as a buffer between the workplace and the adjacent Hanover House.

'Southbank by Beulah Tower' proposal by OMA. Image: MR.P.

Sitting just above the office block, the hotel segment is the first upper tower segment twisting around the core and consists of 6 standard residence levels and 7 suite levels. The hotel design features simple, efficient, and spacious floor plates. Two amenity levels at the top and bottom of the hotel block offer a variety of wellness, food and beverage, and recreational facilities.

'Southbank by Beulah Tower' proposal by OMA. Image: Frans Parthesius.

The residential part of the tower is situated at the top with the best exposure to daylight and urban views. OMA's design features a gentle twist at the top to increase residential views and also provide the tower with an iconic silhouette. The residential block consists of a wide range of amenities including fine dining, fitness, gardens, and a pool.